Blog

Michelle Ngome: “Within 12 months, I was able to reach more than six figures in revenue, all because of the work I did by sitting in Jonathan’s workshop”

I had the privilege of leading the Professional Services Forum at Content Marketing World in which Michelle Ngome, Diversity Marketing Consultant at Line25 Marketing and founder of the African-American Marketing Association, was a participant. This is what she had to say about the experience: I attended Content Marketing World and I sat in the professional…

5 Key Qualities of Champion Content

I recently had the opportunity to review and rank a stack of 24 content pieces with one purpose in mind: to identify the distinctions between great, good, and not-so-good content. In other words, what makes the difference between content that soars versus content that sucks? I had expected to see a gradient of many shades;…

Get “hooked” on these tips for financial services marketing

Thanks to Tim Brown of the Hook Agency, you can enjoy an “expert roundup” of “Ideas and Strategies for Marketing Financial Services” for a price that doesn’t bite: free! I must confess two things: 1) I’m one of the featured experts and 2) of the advice offered, I appreciate Tim’s the most; he believes we…

Lessons Learned from Killing Marketing, Part 5

“It’s the transformation of marketing into a function that creates valuable experiences and content that is the new muscle for most organizations…” Joe Pulizzi and Robert Rose, Killing Marketing, p. 133 “Content marketing” is no longer a new idea. Yet there’s still a great deal of confusion of what “content” is or is not. Here’s…

Lessons Learned from Killing Marketing, Part 4

“This is the marketing of the future. It is achieving a long-term return on the one asset that will save our business: an audience.” This quote is the money-shot of Joe Pulizzi’s and Robert Rose’s Killing Marketing. If you don’t believe that audience is the fundamental asset – not employees, not products, not expertise, not…

Lessons Learned from Killing Marketing, Part 3

“Over and over, each marketing campaign on its own – at best – broke even. And at worst, lost money. But the pure and simple fact was: the company grew by 650 percent. How could this be?” In Chapter 2, “Return on Audience,” in Killing Marketing, Joe Pulizzi and Robert Rose reflect on a seemingly…

Lessons Learned from Killing Marketing, Part 2

“You don’t have time for strategy?” On page 32 of Killing Marketing, Joe Pulizzi and Robert Rose share an anecdote that probably resonates with many marketers. In an interview for a digital marketing position, an applicant explains how he would spend the first few weeks on the job: “He proceeded to outline how he might…

Lessons Learned from Killing Marketing, Part 1

“High-quality, original content creation is difficult.” Joe Pulizzi and Robert Rose, Killing Marketing, p. 26 Who can argue with that? It’s a simple, straightforward statement that few would (or could) quibble with. But the source makes it interesting: two authors and experts who have probably done more to promote and popularize “content marketing” than anyone…

Created Content: Who Really Owns the Copyright? A Conversation with Attorney Ruth Carter

At Content Marketing World 2017, I had the pleasure of meeting attorney Ruth Carter, an authority on the intersection of business, social media, and intellectual property law who presented, “Keeping It Legal – Strategies for Content Creation and Management (A Legal Compliance Plan for Content Marketing).” In a side conversation, Ruth completely upended what I…

Bob Oord: “Why not use the functionality you get for nothing, and integrate them in an intelligent way?”

Time and again, my clients express irritation with their marketing automation platforms. Bulky, complicated, and far from user-friendly, these platforms are often compromised by their complexity. If that’s the daily reality of the enterprise marketer – who has significant budget and resources at hand – imagine the frustration of SMB marketers struggling to apply the…